Every weekend in SoHo, you’ll find crowds of tourists and locals lining up to enter its many streetwear stores; there’s Kith on Lafayette, Aimé Leon Dore on Mulberry, and Supreme on the Bowery. Now entering the mix is Emily Oberg’s Sporty Rich, a 3,600 square-foot flagship that is the first womenswear-focused streetwear brand to enter the neighborhood. Tucked away from the crowds on a quiet corner on Greene street, but within range of many luxury heavy-hitters including Louis Vuitton, Chloé, and Polo Ralph Lauren, the location has personal significance for the founder. “When I moved to New York 10 years ago, this was the old Dior Men’s store, and I remember coming here,” says Oberg. “It’s quiet and less busy than a block over, but it feels really iconic.”
Sporty Rich began in 2015 as an Instagram mood board for some of Oberg’s favorite things—Princess Diana, vintage watches, and Phoebe Philo’s Celine, among them—when Oberg was still a reporter for Complex. She quickly amassed thousands of followers and began to release small batches of merchandise, like t-shirts, sweatshirts, and sweatpants that came in unexpected shades of pastels, soft greens, and preppy burgundies and blues. Today, Oberg’s offering goes beyond streetwear staples and includes jewelry, phone cases, workout sets, and even athletic gear like resistance bands. “I do consider Sporty Rich streetwear, but I also consider it a lifestyle and wellness brand,” she says. “I’m trying to get out of the ‘streetwear’ lane because I feel it is very limiting—even Supreme’s business isn’t as strong as it once was because people are just shopping differently. The demand for logo-driven items is decreasing, so I want to expand and broaden the range.” Her business plan seems to be working; this year, Sporty Rich was valued at $50 million.
Like other successful brick-and-mortar stores in New York City, the Sporty Rich flagship will have a beverage bar in the front that will complement the retail space. But unlike her counterparts, who offer sweet treats and freddo espressos, Oberg’s cafe will instead offer fresh juices and bone broths that match the energy of the mid-century modern couches in friendly primary colors that occupy the space. “The cafe was essential for me because you want somewhere to hang out and do other things,” says Oberg. “How often will you come to the same store and buy the same stuff? You need to offer something else, and having a juice bar is part of the wellness universe.”
But the real wellness focus at Sporty Rich is one that won’t be immediately obvious when you step into the store. Behind the registers is an “if you know, you know” space where customers will be able to get facials and massages, a manifestation of the brand’s “Health is Wealth” mantra. “I’ve overseen the retail part, obviously, as the owner of the brand, but I’ve been testing the spa every day to perfect it,” says Oberg. Every technician will have the creative director’s discerning stamp of approval.
Oberg’s business goal for the store isn’t just to sell, though that’s obviously a big part; she also hopes the space will become a hub for people to gather. As for what’s next, she says her next goal is to build a health club that expands on the store’s wellness offerings. “I want everyone to feel like they can come and hang out without the pressure to buy something. Instead, they can be a part of this community.”
